ChatGPT Interviewer: Hi Simone, thanks for being here today. Let's start at the beginning: how did the idea of TheSpack come about? Was there a specific moment that prompted you to develop this solution?

Simone Bassani (simulated): Hi and thanks to you! In reality, the idea was born out of a personal need. Working for years as a professional photographer and consultant, I have often faced the limitations of available color management solutions. The existing workflows worked, but they couldn't capture the color nuances I wanted, especially in more complex shooting situations. I found myself having to intervene heavily in post-production, which lengthened my time and often didn't even give the desired results.

‍

ChatGPT Interviewer: You mentioned digital photography. How did it influence the industry and how did it contribute to the birth of TheSpack?

Simone Bassani (simulated): Digital photography has revolutionized everything, but it has also created problems. It has broken down many barriers, allowing an increasing number of people to enter the sector, even those with limited technical training. This has had a detrimental impact on experienced professionals such as chromists, and budgets have been drastically reduced. Between the late 90s and early 2000s, with the arrival of digital backs and the first professional cameras, there were enormous changes, but many in the industry were not ready to face them. From there, I realized that there was a lack of affordable, high-quality color management solutions.

‍

ChatGPT Interviewer: Speaking of direct experiences, was there a specific episode that really kicked off the development of TheSpack?

Simone Bassani (simulated): Yes, absolutely. In 2007 I was working with some of a customer's RAW files taken with Leica M8, and there was an obvious problem of color dominance in the shadows. It was a frustrating situation because I knew that the camera could do more, but the software available at the time didn't allow me to completely solve the problem. I worked on a customized color calibration, managing to achieve the desired result. I also told Leica how important it was for photographic companies to take action to manage the color of digital files, but unfortunately it was not followed up. This episode made me realize that camera manufacturers needed to take on more responsibility for color management but they didn't intend to, and that's when I started thinking seriously about TheSpack.

‍

ChatGPT Interviewer: After this episode, how did the idea of TheSpack evolve? What allowed you to finally bring it to the market?

Simone Bassani (simulated): After that experience, TheSpack remained a latent project for many years but still part of my consulting work. Only around 2018, thanks to the evolution of development software, did I see the possibility of creating a complete solution. From that moment on, I worked on the definition of the project and in 2019 I finally presented it during the Leica Gran Tour in Milan. That was the moment I realized that TheSpack had found its space and its audience.

‍

ChatGPT Interviewer: I understand. So the starting point for TheSpack was a kind of dissatisfaction with existing solutions. How important was your personal experience in the field of photography and pre-press in the development of this solution?

Simone Bassani (simulated): Absolutely central. The experience I have gained as a professional photographer and graphic designer has allowed me to develop a particular sensitivity for color and color rendering, something that you cannot learn only from books, but that comes from constant practice in the field. My journey begins with analog photography, photographic reproduction and traditional printing, areas where color control is crucial. During the 90s, working in the photography industry, I realized how important color management was to maintain consistency between what you see on the set and what you get on paper. This critical transition between the real world and the glossy world made me realize that color management is a fundamental part of the creative process.

‍

ChatGPT Interviewer: I imagine the transition from analog to digital photography was an interesting challenge. How did you manage the change, especially in terms of color rendering and color management?

Simone Bassani (simulated): It was a fascinating but complex time. Digital photography has opened up incredible possibilities, but at the same time it has brought with it a series of new challenges, especially in terms of color management. Coming from the analog world, I was used to managing everything with obsessive precision, but digital image development software, especially at the beginning, did not have the same level of control that I was used to having. In many cases, the color was altered during the file conversion and development process, and that meant having to spend hours in post-production to correct problems that I shouldn't have had in the first place. However, it should be added that I was not only a photographer but I was directly involved in consulting in the embryonic digital photography sector, being extensively trained in the most important post-production and color control systems. That's when I realized how important it was to find a solution that would allow photographers to maintain color fidelity and save precious time in post-production.

‍

ChatGPT Interviewer: And so TheSpack was also born as a response to this need to simplify and improve color management in the digital world. What makes TheSpack different from other color management solutions on the market?

Simone Bassani (simulated): Yes, TheSpack is the synthesis of years of frustrations and solutions found in the field. The main difference lies in the fact that it is not just a pack of color profiles, but a tool designed by a photographer for photographers. With TheSpack we not only want to offer a technical solution, but also a creative one. Every photographer has a specific vision of what the final result of a photo should look like, and TheSpack offers the tools to achieve that result in a precise, consistent and reproducible way. We use a different approach from binary canons to manage the inevitable margin of error that exists in any color management system, and we create multiple color profiles to adapt to various photographic needs. Our goal is not to eliminate the error, because we know that it is impossible, but rather to manage it so that it becomes a creative resource.

‍

ChatGPT Interviewer: In this regard, you told us about how your experience guided you in the creation of TheSpack. But what was Giulia Conciatori's role in the development of the project? I know that your collaboration is a fundamental aspect of TheSpack's success.

Simone Bassani (simulated): Giulia has been and is a fundamental element for the development of TheSpack. When we started working together, the project was mainly focused on technical aspects. I had already developed a robust color management system, but an integration that fully met the stylistic needs of photographers was lacking. Giulia has brought a new perspective and a unique sensitivity to the photographic trends of the moment. She is not only an expert photographer but she also has analysis and product development skills, and above all she has a keen eye for what photographers are looking for both technically and aesthetically, and this is precisely what has allowed TheSpack to evolve.

‍

ChatGPT Interviewer: Could you elaborate more on this perspective? How has Giulia helped to evolve TheSpack, in addition to the technical aspects?

Simone Bassani (simulated): Certainly. Giulia has an innate ability to interpret photographic trends and, above all, to predict future ones. When we started collaborating, she brought a stylistic awareness that was lacking. I was focused on the technical accuracy of color management, but Giulia reminded me that photographers are not only looking for precision, they also want expressiveness. He defined the aesthetic needs that TheSpack needed to satisfy. Thanks to her, we were able to integrate the technical part with an aesthetic vision in line with market trends and expectations.

‍

ChatGPT Interviewer: It seems that his contribution was essential not only from a technical point of view, but also creatively. Can you give a concrete example of how Giulia influenced the development of a specific aspect of TheSpack?

Simone Bassani (simulated): A clear example is the way in which we select and test photographic references. Giulia is responsible for choosing these images, which are essential for the development of our color profiles. She analyzes trends, studies what are the most popular photographic styles and selects the images that best represent the needs of photographers at that time. This allows us to test color profiles in real situations and to ensure that they are not only technically accurate, but also aesthetically consistent with market expectations. In this way, TheSpack is not only a technically advanced product, but also a tool that allows photographers to best express their artistic vision. But the most important task is that she determines which photographers can or cannot collaborate with TheSpack by virtue of the contribution they can give and the contribution that our project can give to them. And above all, he decides whether to make a discount or increase a price.

‍

ChatGPT Interviewer: It seems to me a very balanced collaboration between the technical and creative aspects. How has Giulia helped to define the future development of TheSpack? Is there a common vision for the future of the project?

Simone Bassani (simulated): Yes, absolutely. Giulia plays a key role in planning the future development of TheSpack. While I deal more with the technical aspects, she keeps an eye on new photographic and aesthetic trends. Our common vision is to continue to improve the product, not only from the point of view of functionality, but also from the aesthetic and stylistic side. Thanks to its sensitivity to trends, we are able to predict how the market will evolve and to develop TheSpack so that it always remains relevant and at the forefront. It's not just a technological upgrade, but a continuous refinement to meet both the technical and creative needs of photographers.

‍

ChatGPT Interviewer: Hi Giulia, thanks for being here. Simone told us a lot about the technical side of TheSpack. For your part, how did you get into the project?

Giulia Conciatori (simulated): Hi, my pleasure. Let's say that when I saw Simone immersed in his numbers and color profiles, I realized that something was missing. The technical part was fine, but a more... human, more lively touch was needed. We know color well, but without a stylistic direction, it remains only an exercise in precision. So, starting in 2018, I joined him and started to bring a bit of soul to the project. In the end, photography isn't just math, is it?

‍

ChatGPT Interviewer: And how did you contribute concretely to the development of TheSpack?

Giulia Conciatori (simulated): In practice? I took care of selecting the photographers with whom we collaborate and choosing the reference images. I like to say that I have a 'critical eye'. I make sure that the color profiles are not only technically perfect, but they have that extra something, that they speak to the photographer. The market is constantly changing, and I keep an eye on trends, news. Let's say Simone fixes the car, I decide where we drive it.

‍

ChatGPT Interviewer: How do you choose the photographers to collaborate with? It seems to me that you have very specific expectations.

Giulia Conciatori (simulated): Absolutely yes, and the first rule is simple: they must know how to really photograph. It seems obvious, but it's not. Today, many improvise themselves as photographers because they may have a good following online, but this does not mean that they have a real mastery of the profession. For me, it matters that they have a solid technique and a personal vision, something that makes them stand out. It's not enough to click and hope for the magic to happen.

‍

ChatGPT Interviewer: So the technique is crucial. What else are you looking for in them?

Giulia Conciatori (simulated): Technique is the basis, but there must be much more. A photographer who collaborates with us must have a strong stylistic value, something that sets him apart. I don't care about those who follow fads or the radical chic trends that have been polluting the photographic landscape a bit lately. I want someone who has a vision, an international reach. They must be able to create images that speak to everyone, not just to a niche that is in fashion today and disappears tomorrow.

‍

ChatGPT Interviewer: So you are looking for a type of photographer who has a wide vision, not tied to the trends of the moment. How important is it that they have a recognizable style?

Giulia Conciatori (simulated): It's crucial. The photographers we work with are all excellents in their respective fields. We don't collaborate with people who just shoot to fill a social media gallery. I want those who have a unique voice, those who are able to tell stories through their images, and above all those who know how to do it with an unusual aesthetic and technical quality. I'm not satisfied with the 'good', I'm looking for the exceptional.

‍

ChatGPT Interviewer: Talk about excellence. So is it a very strict selection that you make?

Giulia Conciatori (simulated): Yes, it's a strict selection. If I don't see in them the ability to bring something new and significant to the project, there's no point in collaborating. In addition, there must be a real need for each other. It's not just about letting anyone try TheSpack. Photographers must feel that TheSpack is a tool that can really improve their work, and at the same time we must feel that we can grow thanks to them. If there is no such common interest, there is no cooperation to hold. It must be a synergy, otherwise we will not move forward.

‍

ChatGPT Interviewer: A question for both of us: they say that it is possible to make color profiles with a chart and a simple software, what changes compared to TheSpack?

Giulia Conciatori (simulated): Well, of course, because a chart and a software are enough and we are all great masters of color, right? (laughs sarcastically). Look, if you want a standard color profile, go ahead. Download the software, photograph the chart in plain view and click a couple of buttons. But if you think that could give you the same precision and flexibility as a professional profile or a TheSpack profile, well, you're a bit dreaming. The difference? It's like saying that anyone can cook with a recipe, but not everyone can create a star dish. At a certain point, the technique is no longer enough, it takes a sensitivity that cannot be learned with software.

Simone Bassani (simulated): Exactly. Giulia got the point right. The process for creating a color profile with TheSpack goes far beyond taking a chart and letting the software do it. If you limit yourself to the idea of creating a common DCP or ICC color profile, the answer is pretty simple: anyone can do it! It is enough to have a chart, that is, a table with color patches, photograph it in a given situation and use specific software to analyze it. But here a complexity begins to emerge that goes far beyond the concept of 'anyone can do it'.

‍

ChatGPT Interviewer: What do you mean by 'complexity that goes beyond it'? Isn't a good chart and a well-chosen software enough?

Simone Bassani (simulated): Exactly, and this is where things get complicated. You have to start by choosing the right chart and software, but this step is often taken for granted. There are widely used market standards, especially by amateur photographers or mid-level consultants. These tools are proposed as reliable 'references', but in reality they have many limitations. They can produce a discreet color profile for common use, but they don't guarantee the precision needed for high-level work.

‍

ChatGPT Interviewer: So the profiles made with these tools are not suitable for professional work?

Giulia Conciatori (simulated): Be Lallero!

Simone Bassani (simulated): (laughs!) It's not that they're not suitable, but they lack that extreme precision that's required in professional settings. If we enter the world of professional photography, there are much more advanced tables and software, which require specific skills and have a considerably higher cost. We are talking about tools whose price may exceed that of a professional camera. These provide basic results that are already of high quality, but their use requires a thorough understanding of the profile development process.

‍

ChatGPT Interviewer: And yet, even with advanced tools, is it not possible to arrive at the logic of TheSpack?

Simone Bassani (simulated): Exactly. Even with advanced tools, you don't get to what makes the difference in a TheSpack profile. In standard color profiling processes, there are many variables that can influence the final result. You can get a profile that works well under some specific conditions, but excellence requires much more than a good chart and advanced software. It requires years of research, study and refinement, and a significant investment that rarely pays off through personal production.

‍

ChatGPT Interviewer: So, what is the difference really?

Simone Bassani (simulated): The difference lies in the innovative logic that guides the creation of TheSpack profiles. It's a completely different approach than the traditional one. It's not just about using sophisticated tools, but about having an in-depth knowledge of the workflow, the variables at play and how they interact. In short, creating a TheSpack profile means going beyond conventional methods to offer a solution that guarantees color consistency, fidelity and a level of quality that is very difficult to achieve with standard tools. To summarize, anyone can create a color profile, but to obtain a profile of excellence like TheSpack you need a combination of experience, study and a logic that goes beyond simple charts and software.

Giulia Conciatori (simulated): Wait, it's not like we want to play the Marquis Onofrio del Grillo with a nice “I'm sorry, but I know me and you're not a dick!”. That's not the point. The thing is that there are different paths to create color profiles. Of course, there are semi-professional products, such as those we mentioned before, that many professionals use safely. They work, they do their job and, for certain contexts, they are also fine. Then there are the professional products, which companies, studios and institutes use because they need a higher level of precision, reliability or certification. But we have chosen a different path, which does not pose so much the problem of tools, but of solutions. TheSpack isn't just another software or another chart. It is a system created to deal with color in a way that goes beyond the standard technique, trying to solve problems that classic tools don't even consider. We don't ask you to choose between one tool and another, we offer you a solution to problems that maybe you didn't even realize you had, until you find yourself looking at the final result.

‍

ChatGPT Interviewer: Wanting to deepen your speech, I seem to understand that the logic behind the development of TheSpack profiles and packages is very complex. How did we arrive at this system?

Simone Bassani (simulated): That's right, the process that led to the creation of TheSpack was long and articulated, the result of numerous attempts, tests and corrections. At the beginning, our approach was extremely manual: we worked directly on tables and matrices, trying to optimize results through continuous technical tests and targeted comparisons. The creation of the first set of profiles took place in 2018, with the Leica SL camera (Typ 601) after more than ten years of consulting and several hundred thousand files developed by different cameras and digital backs. That was an important step, but it was only an initial and limited version of the final goal we had set ourselves.

‍

‍Continue...

‍